To make a modern brand a marketer should have a “conversation” among “friends ” ;.Okay, now so how does a marketer create those “friendships” to possess those “conversations” to produce those strong, effective, brands? An instance study in how to achieve this is the presidential campaign of Barack Obama in 2008.
At the beginning of this information I do want to state this misnomer. President Obama is a lightning rod. Many people love him and many people hate him, but even his biggest detractors have to admit that his social media strategy was a classic. Marketers should study this campaign since it is a tutorial on how modern products must certanly be branded. I hope that the reader will concentrate on the marketing and not the politics.
Barack Obama is a classic case in how a brand could be created in a New Media Age. To win the American presidency a candidate should have a great deal of money and a great deal of name recognition—a brand. If a candidate does not have a brandname, if voters don’t know who you’re, you’re not going to be elected. If a marketer cannot distinguish their product on the market place, that product won’t be bought. This is the reason modern marketers should study the Obama campaign. Ahead of the 2008 campaign, Barack Obama had no money and was unknown. In comparison, Hillary Clinton was a well-known senator from a big state. During 2006-2007, it absolutely was a foregone conclusion that Hilary would win the Democratic nomination She and her husband had created a vast political network to draw from, and she lots of money—she had a powerful brand. Barack had no brand; even in their own household. When Barack broached a possible candidacy to Michelle, her response was, “Here is the craziest thing you ever thought to me. Nobody will beat Hilary this year…Get over it, kid” ;.Barack and his team did have knowledge of social media and how exactly to utilize it in a campaign. This knowledge was his biggest asset.
The campaign of 2008 is analogous to the present day market place. In times past, it absolutely was quite difficult, and very expensive to make a new product and brand it. This is the reason social media is this important element in modern marketing. A cultural media campaign allows a new product to be created and branded on the market place quickly, at very little cost. The present day market place is better explained by author Shiv Singh. There has been a change on the market place. No longer are consumers interested in engaging with large impersonal brands. Consumers don’t trust brands any longer—they trust their friends. In a recent survey conducted by The Economist half the respondents stated which they don’t trust big business. They trust the recommendations of the friends. Leveraging the recommendations of friends is the best way to create brands. That is the reason why the usage of social media is so critical to branding. Through social media, friends meet, conversations happen, and brands are created.
Which means if a product will be selected, the brand must turn into a “friend” to its consumer. This is exactly what the Obama Campaign did and just how that he did this will be studied by marketers since it is a case study in how to produce modern brands using social media. By combining social media that produces micro-targeting, force multipliers are made which are needed to produce world-class brands.
The information of the present day market place allowed Barack and his team to quickly create a strong brand and overcome the Clinton campaign. At this point, I wish to get rid of one that I manufactured in a prior article. Recently, I wrote an article entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing since the Center of Their Marketing” ;.In this information, I identified David Plouffe, Mr. Obama’s campaign manager as an original person in the Facebook management team. This was an error. The Obama staff member that I was thinking of was Chris Hughes, who served since the Obama Campaign Director of Online Organizing. Mr. Hughes had a good influence on the campaign social media strategy.
The Obama campaign wasn’t the initial campaign to make use of social media. These were the first to ever co-ordinate social media having an entire campaign. These were the first to ever organize the usage of social media. For social media to work, it needs to be organized. John McCain and Howard Dean used the medium before Obama, but Obama and his staff was able to integrate and organize social media into every part of the campaign in a smooth way. As a result of this Barak was able to create “conversations” that engaged. He created enthusiasm, however smm reseller panel the enthusiasm his sight created was smart enthusiasm. He used social media sights in a way that targeted supporters and voters. This targeting allowed him to understand the important metrics that he needed to understand to be able to win his campaign. He was able to target and concentrate on his true supporters.
The strength of Obama’s social media branding approach is that it was constructed to make and develop “friendships” ;.That is important for marketers to realize. When you meet someone there is a veil between you and that person. As you can know one another better, the veil comes down. As your relationship develops, trust develops, and deeper conversations begin. These conversations bring about deeper relationships on an individual level. On an advertising level, these relationships become strong brands.
The Obama campaign knew that it had to engage people, but that engagement had to be based on trust. The Obama engaged people in what it called “the ladder” ;.You engage one step at a time, build the connection deeper, and each step is a higher level of commitment—a ladder. The steps of the ladder are on the basis of the comfort level of the patient in terms of the campaign. A marketer would call these steps creating touch points.
The very first touch point will be Personal. Here is the point where a marketer and customer first enter into contact and “friend” each other on a platform like Facebook. In the Obama case, it absolutely was at this stage when people are getting to know one another. A person signs ups for messages and emails. Another touch point is Social. It’s this touch point that people start making posts or comments to a friend’s profile about your product. Only at that touch point, a buddy explains with their friend why something is a good thing. In the Obama campaign, these profiles integrated with their web site. At the Website, a supporter may create an account. In the marketing area, an organization would integrate with a Facebook or Twitter. At this point, an individual may feel comfortable enough with a brandname to participate a “group” or produce a “group” ;.
In the Obama campaign, the next stage would be to become an Advocate. To operate a vehicle interest, pictures might be posted, blogs written, or a video might be created and posted to You Tube, for instance. There are analogies in the advocate stage for a marketer trying to converse about the product with a “friend” (a customer) and vice versa. It’s in the advocate stage a supporter may have now feel committed enough to Obama to host an event, ask friends to donate money, or to register to vote. In the Advocate stage, in an advertising situation, a person might communicate with a buddy and recommend something, making a brand.
Another stage is the Empowering stage. This stage is for serious supporters of Obama. Here a supporter gets heavily involved. The campaign tracked volunteers and could target its most reliable supporters.
These committed people could create social and fundraising groups on MyBO Web site. The Obama campaign could now organize their own networks of supporters that gave supporters use of the Obama database, from which they may pull phone numbers for doing phone banking from their living rooms. In reading this information, a marketer has to make an example with what the Obama campaign did as to the each marketer can do with their own brand to improve engagement with their customers. Perhaps some organizations could offer discounts with their customers if they introduce their friends to the marketers and solidify the brand. Here a marketer could be flexible in their own situation to extend their brand.
Exactly why social media platforms are very popular is that friends now have the means to share video, blogs, pictures, and posts with their friends. This can be a god-send for marketers as they try to produce and expand their brand. Ford Motor Company just did this in a successful campaign to introduce their new car, the Fiesta. Ford called this the Fiesta Project. In the exact same way that Ford extended brand awareness for the Fiesta, the Obama campaign provided source material for user-generated content. Listed here is where scale has play. Exactly why Ford’s and Obama’s campaign was so effective was simply because they both had the scale for “friends” to “converse” to produce the brand. This is the reason the planning stage is so important in making a brand. As Napolean said, “Every army has an idea before the first shot is fired” ;.An advertising campaign is chaotic. Things happen. A marketer needs to be flexible. The reason Ford’s and Obama ‘s social media campaign was so successful was because there is planning and enough scale was created to engage “friends” ;.